tisdag 4 mars 2014


Highly coveted Swedish sneaker brand EYTYS is finally back with their second collection!  Still based entirely on the superb Mother style, a shape inspired by the graphic and powerful expression of modernist architecture. Easily recognized through it's accentuated, chunky rubber outsoles, this season the Eytys Mother comes in no less than 12 different options! 

The Eytys SS’14 collection re-works the Memphis Group aesthetic into the Eytys idea of contemporary street culture. The eccentric Milan based design collective from the 80’s is the main inspiration. 
There is an ongoing collaboration between Eytys and London based artist Rhys Coren (born 1983 in Plymouth, UK). Coren bases his work on the relation between the late 80s, early 90s football goalkeeper kit design and the Acid House-scene from the same period. The visual and musical expressions Coren works with shares the aesthetic language of the Memphis Group. We turned to Coren because his work evokes bitter sweet memories of candied and colourful Kellogg’s cereals, of being ten years old and glued to the TV without a care in the world.
The first pattern -”Spink”- is created with reference to the late 80’s goalkeeper kit of Nigel Spink, which Coren has referenced earlier. The second pattern -”Interni”- is inspired by Memphis Group member George Sowden’s interior illustrations. 
Besides the Rhys Coren collaboration, Eytys also offer both familiar and new colorways in the classic canvas, suede and leather options, for the new SS'14 collection which will be released online tonight at 00:01 CET via caliroots.com/c-store and in store at our C Stroe retail space here in Stockholm tomorrow at 11:00 CET.

Don't sleep!

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